In SERPs there is only one No.1 position, so in effect to gain this you must be better than the competition.

This is nothing personal but at the end of the day SEO is about gaining revenue from relevent searches.

The entire SEO community planet wide will have clients which overlap with other SEO’s clients (some agencies I know even have clients who are direct competitors!) So this is not about ethics.

There is no need to panic about having a site which has billions of backlinks and content up the wazoo. You just have to be better than the sites above you.

‘Tale of the Journalists and the Lion’

Two journalists are in the plains of Africa, when they spot a lion bearing in on them. One of them starts to put his trainers on and warming up, the other one says to him ”You’ll never outrun that lion” to which he replies “Don’t care as long as I outrun you!”

Thought appropriate to use journalists in current climate!

The moral is that to be successful in search engines you must know your competition inside out and know why they are above you. Once you do this you can take necessary steps to overtake and outrank them.